The Prince’s Rainforest Project (PRP) was set up in 2007 by HRH The Prince of Wales following reports from leading climate change experts confirming the high level of carbon emissions caused by tropical deforestation, with the goal of “making the forests worth more alive than dead.”
Our role was to design and build a site which would assist in raising public awareness of this cause.
We implemented highly realistic 3D animated rainforest frogs, developed by Framestore, which users could position into a live recording via their personal computers’ webcam. We believe that at the time, we were the first to implement this innovative technique, although it has been since been seen in several other brands publicity.
Once the frogs were positioned and scaled to look realistically in situ, the user could film or record a short endorsement adding voice to the campaign and posting it to the site, as part of a bigger petition to heighten awareness of the problems facing the worlds rainforests.
In addition to the recorded endorsement the site also had an online editing tool to enable visitors to top and tail their clip with pre-recorded celebrity content. Some of the celebrities who participated in supporting the cause included Daniel Craig, Harrison Ford, Pele, and even the Dalai Lama!
Users could send their videos onto friends either by email or links through social network sites such as Facebook, Twitter, Digg, MySpace, Bebo etc to create a viral loop which were all tracked.
AGENCY: Moonshine Media
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